Assignment: Re-introduce Marisol to Chicago for their soft re-opening, raise awareness of the restaurant, and drive reservations. Marisol is located on the ground-floor of Chicago's Museum of Contemporary Art (MCA), which links the two in public perception and means very few people come to Marisol for the restaurant, but rather out of convenience while at the MCA.
Approach: My initial idea was to create a friendly rivalry between MCA and Marisol on social media over who has the better art - the MCA's visual art or Marisol's culinary art. This would separate Marisol and the MCA in the public eye while adding some personality to the brand and cutting through the noise on social media. This concept evolved into a larger campaign called #EatTheArt, which featured OOH signage and social posts to highlight the experience culinary art offers.
